Digital player Sugar Agency has been crowned the winner of this year’s ‘Ads Are Better Rich’ competition by Fairfax Media.
Launched by Fairfax’s chief revenue officer, Matt Rowley, at the company’s 2018 Agency Symposium, the challenge aims to encourage agencies to push creative boundaries by using rich media formats to develop a campaign that promotes their agency.
The judging panel consisting of Rowley, Emily Bull (director of commercial innovation, and Adam Weaver (design lead, The Studio at Fairfax) chose Sugar Agency creative director Sacha Mimram as the winner of the competition.
Mimram’s winning ad unit provided a unique 360-degree camera feature drawing the user into the world of Sugar Agency.
The win sees Mimram receive a $30,000 digital media package and have his work displayed across the Fairfax metro news network.
Mimram also gets an all-expenses paid trip to mix with the rich, famous, and creative talent at the prestigious ATX Spring Festival in Austin, Texas.
Commenting on the win, Mimram said: “As an agency, we’re intensely focused on rich media and leveraging emerging technology Including AR/VR to deliver engaging campaigns and demonstrable results for our clients.
“The Ads Are Better Rich competition offered a chance to play and experiment, which was invaluable. On top of that. we got to showcase our agency talent and win the ultimate inspiration trip to Austin, Texas.”
Bull said: “Yet again, Australia’s creative talent has experimented to produce some seriously impressive ad creative.
“It’s important that the people working in this field have formats to really indulge their creativity, so we see this competition as a way to highlight the technology and its capabilities.
“It’s opportunities like this that mean brands and agencies can really experience the benefit of new technologies to bring their campaigns to life.”